A construção das narrativas ambientais nas publicidades do banco Bradesco e Petrobrás

Abstract

Through visual and linguistic resources, advertising seeks to persuade consumers to adding value to the brand. In television commercials significant returns from the audience gets exposed to offers of goods or services, even when they work with discourses of environmental responsibility. This conclusion of course work seeks to present a study identifying the effects of environmental narratives in the sense proposed in television commercials used by public and private companies. In this research, the corpus is VTs in 30 seconds of Petrobras, the Brazilian public company from the oil industry and Banc Bradesco, a private company. It was observed that these companies are increasingly using discourses of environmental responsibility in their campaigns and communicate actions to draw the viewers' attention to this subject. The narratives on environmental employed is designed to suit the demands of the global market, to meet the demands of a more demanding public with social causes. To analyze the construction of the message in VTs, this work was based on the semiology of European line in order to find the discursive strategies left in the productions.